The Executive Council of Dubai and Filmmaster MEA created the launch campaign of the visionary Dubai Plan 2021 project, the brainchild of HH Sheikh Hamdan bin Rashid Al Maktoum, the Crown Prince of Dubai.

The campaign included extensive social media interaction before and after the event, including #myplan2021 that encouraged the general public to share their own visions of the future of the city on the Plan’s official social media pages.

The kick-off event at JBR’s The Beach for 1,500 specially invited guests featured a unique 3-dimensional 60-metre-long screen. A 360-degree entrance arena attracted over 300,000 visitors in just a few days, and also generated an immense buzz on social media.